Technology and

Livelihood Education
Agri – Fishery Arts
(Agricultural Crops Production)
Quarter 1 - Module 2, Week 2(Lesson 1)
Marketing Agricultural Products
Technology and Livelihood Education - Agri – Fishery Arts
(Agricultural Crops Production) Grade 10
Alternative Delivery Mode
Quarter 1 - Module 2: Marketing Agricultural Products
First Edition, 2020
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Published by the Department of Education – Division of Bukidnon

Development Team of the Module

Author: Alvin A. Gantalao
Editors: Albert A. Vildosola, Helen N. Ybañez, Mary Jane S. Labistre
Reviewers: Mary Jane R. Cardente, PhD, Lasaro A. Gomez, MSc.
Illustrator and Layout Artist: Alvin A. Gantalao

Management Team:
Chairperson: Arturo B. Bayocot, Ph.D., CESO III
Regional Director

Co-Chairpersons: Victor G. De Gracia Jr., Ph.D., CESO V

Assistant Regional Director

Randolph B. Tortola, PhD, CESO IV

Schools Division Superintendent

Shambaeh A. Abantas - Usman, PhD

Assistant Schools Division Superintendent
Mala Epra B. Magnaong, PhD, Chief ES, CLMD
Neil A. Improgo, PhD, EPS-LRMS
Bienvenido U. Tagolimot, Jr., EPS-ADM
Members:
Elbert R. Francisco, PhD., Chief ES, CID
Mary Jane R. Cardente, PhD., EPS in Tech. and Livelihood Educ.
Rejynne Mary L. Ruiz, PhD., LRMDS Manager
Jenny B. Timbal. PDO II
Sheila O. Bolasco, Division Librarian II
Printed in the Philippines by
Department of Education – Division of Bukidnon
Office Address: Fortich Street, Sumpong, Malaybalay City
Telephone: (088) 813-3634
E-mail Address: bukidnon@deped.gov.ph
Website: depedbukidnon.net.ph
 10
Technology and
Livelihood Education
Agri – Fishery Arts
(Agricultural Crops Production)
Quarter 1 - Module 2, Week 2 (Lesson 1)
Marketing Agricultural Products

This instructional material was collaboratively developed and reviewed

by educators from public schools. We encourage teachers and other
education stakeholders to email their feedback, comments, and
recommendations to the Department of Education at
bukidnon@deped.gov.ph.

We value your feedback and recommendations.

Department of Education-Division of Bukidnon ●

Republic of the Philippines
What This Module Is About
 This part explains about the module Re: Entrepreneurial Skills in Crop
Production
 Give a little background about the module
 Serves as opening statement of the module

What I Need to Know

At the end of this module, the students are expected to acquire the following competencies:

LO1. Recognize and understand the market for agricultural crop production

1.1 Identify the players/competitors within the province;

1.2 Identify the different products/services available in the market; and

1.3 Enumerate the differences between these products/services.

Topic Code: TLE_EM9-12-IO-1

How to learn from this Module

As a student, you are expected to:

 Do the tasks/activities religiously in every lesson.

 Read and understand the “What is it” part, since that is the meat of the lesson.

 Apply what you have learned on this module to your daily lives, for you to

develop your technical skills.

 Lesson
The Market
1

What I Need to Know

After going through this lesson, you are expected to:

1. Identify the players/competitors within the province;

2 Identify the different products/services available in the market; and

3. Enumerate the differences between these products/services.

What I Know

Before going any further, let us try if you know something about this topic!

Pretest

I. Identification
Directions: Arrange the jumbled letters inside the box to form the correct term being
described in each sentence. Write your answer on the space provided
below.

1. R K M
- the place where the buyers and sellers can meet for
A T E the transaction of goods and services.
*Answer: __________________

T O M P O
2. I - it is known as the rivalry
between sellers selling similar
C T E I N
products or services in the
market.
*Answer: _________________

3. A R M N
I
K T E G
 - an important activity of the buyers
and sellers inside the market, done
through the exchange of goods and
services.
*Answer: _____________________

4. R T U N C - the process of creating or

manufacturing of goods or services.
O P D I O * Answer: ____________________

M C N C
5. - the branch of social science that deals
O E S I O with the production and fair distribution
of goods and services to satisfy human
wants and needs.
* Answer: _______________________

II. Multiple Choice

Directions: Choose the letter of the correct answer. Write your answer on the space
provided before each item.

_____1. Linda as consumer, will not buy enough of the product sale in the market
unless the product undertakes substantial selling and promotion by the
company who sell it. What marketing concept has been described in that
situation?
A. marketing C. production
B. product D. selling

_____2. Luis will favor those products that offer the most quality, performance and
features. What marketing concept has been described with his option of
buying a product?
A. marketing C. production
B. product D. selling

_____3. Leah as the owner of a food business establishment, target to determine the
costumer’s needs, wants and interest in her restaurant and delivered the
desired satisfaction more effectively and efficiently than her competitors of
the business. What marketing concept is she promoting?
A. marketing C. selling
B. product D. societal marketing

_____4. Lawrence buy only those products that are available and highly affordable.
What marketing concept initiates on hid mind?
A. marketing C. production
B. product D. selling

_____5. The key to achieving goal for the seller like Luka, is to determine the needs
and wants of the target market and to adapt itself in delivering the desired
satisfaction more effectively than its competitors. What marketing philosophy
does Luka wants to achieve?
A. marketing C. selling
B. product D. societal marketing
III. Completing the Chart
Directions: Complete the chart below by writing inside the boxes the five (5) key
concepts of a market.

1. ________________

2. __________________
5. __________________

4.________________ 3. ________________

What’s In

Now let us review first what you have learned from Module 1!

Enumeration. Direction: Write at least ten characteristics/traits/attributes of

a good entrepreneur.

1.________________________
2. _______________________
3. _______________________
4. _______________________
5. _______________________
6. _________________________
7. _________________________
8. _________________________
9. _________________________
10. ________________________

What’s New
 Try to do this!

Directions: Write down at least ten (10) agricultural products or services that are
commonly sell in a local market in your area. Write your answer on the
space provided below.
1. ______________________ 6. ________________________
2. ______________________ 7. ________________________
3. ______________________ 8. ________________________
4. ______________________ 9. ________________________
5. ______________________ 10. _______________________

What Is It
Market and Agricultural Marketing
Market is a place where the buyers and sellers can meet for the transaction of
goods and services. There are two main types of markets – markets for goods and services
and the markets for the source of production. While Agricultural Marketing define as the
marketing flow of agricultural food and fiber from farm producers to the consumers.

Types of Markets

Markets for goods and Markets for Factors of

services Production
Key Concepts of Market

1. Production Concept. A concept that holds consumers who choose those products
that are available and highly affordable. Hence, the producers should concentrate on
improving production and distribution efficiency.

2. Product Concept. It holds that the consumer will favor those products that offer the
most quality, performance and features and therefore the producers should devote its
strategy in making continuous product improvement.

3. Selling Concept. It holds that the consumer will not buy enough of the products
unless the producer undertakes substantial selling and promotion efforts.

4. Marketing Concept. It holds that the producers should determine the needs and
wants of the target market and to adapt itself in delivering the desired satisfaction
more effectively than its competitors.

5. Societal Marketing Concept. It holds that the producer task is to determine the
needs, wants, and interest of target markets and to deliver the desired satisfaction
more effectively and efficiently than the competitors in way that preserves or
enhances the consumers and the well – being of the society.

The graph below shows the key concepts of market.

 Societal Marketing
Concept

Marketing Concept
Product Concept

Production Concept Selling Concept

The Market Competition

Market Competition is defined as the rivalry among sellers selling similar products or
services in the market with the aim of achieving revenue, profit, and market share growth.

There are three primary types of market competition:

1. Direct Competitor. A competitor who targets the same consumers and selling the
same products as the other sellers, with the same goal of profit and market share
growth.

2. Indirect Competitor. A competitor that offers the same products and services but
with the different end goals. These competitors are finding ways to grow revenue with
a different strategy.

3. Replacement Competitor. A competitor that is offering a product or service that the

consumer could use instead of choosing products or services offer among the
sellers. They are using the same resources to purchase the replacement product or
service that offered by the sellers.

The Structure of Product in Agricultural Production

a. A raw material. These are the large output of agriculture that are commonly used
for further processing. Like for example, Pineapple that is converted into pineapple
juice and pineapple products in cans. Banana that is converted into catsup. All
vegetables and fruits that is sold in the market.

b. Bulky and Perishable Products. Mostly all agricultural products are bulky by
nature and perishables that is why they require a speedy handling and special
refrigeration.

c. Quality Variation. The quality of production of agricultural commodities varies from

year to year and from season to season. Some products are of high quality and
some are of low quality. Such variations in the quality of production make it very
hard to apply uniform standards for grades from year to year.

The table below shows examples of major crops yield in Bukidnon as it compared to
Northern Mindanao.
 What’s More

Guided Task

Identification
Directions: Complete the table below by identifying the types of agricultural products do the
following examples belongs.

Agricultural Products Types (Perishable, Non- perishable)

1. Onion
2. Garlic
3. Rattan
4. Wheat
5. Green leafy vegetables
6. Pineapple
7. Sugarcane
8. Banana
9. Fresh Fruits
10. Beans
 What I Have Learned

Directions: Supply the blank spaces with the correct information, based on what you have
learned from this lesson.

1 – 2. A market is a place between the ______________ and ______________ who

does transaction for the goods and services.
3 – 4. The two main types of market are: _________________ and _____________
5 – 9. The five (5) market key concepts are: _______________, ________________,
____________________, _________________ and ______________
10. The rivalry between the sellers selling of the same products is known as
________________________

11 – 13. The three primary types of market competition are: ________________________,

______________________________ and ___________________________
14 – 15. The two main kinds of agricultural products are ______________________,
_______________________________.
Assessment

Post test

I. Multiple choice
Directions: Choose the letter of the best answer. Write your answer on the space
provided before each number.

_____1. Which of the following product samples below is non – perishables?

A. abaca and rattan C. eggs and milk
B. cacao and coffee D. rice and corn

_____2. What place does the buyers and sellers conduct a transaction for goods and
services?
A. capitol B. church C. market D. municipal hall

For numbers 3 – 5. Refer your answer with the choices inside the box.

A. Direct Competitors C. Replacement Competitors

B. Indirect Competitors D. Subjugating Competitors

_____3. A competitor that is offering a product or service that the consumer could use
instead of choosing products or services offer among the sellers.

_____4. A competitor who targets the same consumers and selling the same products as
the other sellers, with the same goal of profit and market share growth.
_____5. A competitor that offers the same products and services but with the different end
goals.

_____6. Shirley as the owner of a food business establishment, target to determine the
costumer’s needs, wants and interest in her restaurant and delivered the desired
satisfaction more effectively and efficiently than her competitors of the business. What
marketing concept is she promoting?
A. marketing C. selling
B. product D. societal marketing

_____7. Mikael buy only those products that are available and highly affordable. What
marketing concept initiates on hid mind?
A. marketing C. production
B. product D. selling

_____8. The key to achieving goal for the seller like Lucia, is to determine the needs and
wants of the target market and to adapt itself in delivering the desired satisfaction more
effectively than its competitors. What marketing philosophy does Lucia wants to achieve?
A. marketing C. selling
B. product D. societal marketing

_____9. Minda as consumer, will not buy enough of the product sale in the market unless
the product undertakes substantial selling and promotion by the company who sell it. What
marketing concept has been described in that situation?
A. marketing C. production
B. product D. selling

_____10. Josh will favor those products that offer the most quality, performance and
features. What marketing concept has been described with his option of buying a product?
A. marketing C. production
B. product D. selling

II. Enumeration
Directions: Give what is ask in every item. Write your answers on the space provided.

1 – 2. Two main types of markets

1. _________________________________
2. _________________________________

3–5 Three characteristics of agricultural products

3. _________________________________
4. _________________________________
5. _________________________________

Additional Activity

Directions: Submit a copy of your individual business plan next meeting.

Great Job! Now you are ready to proceed to the next lesson.
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Congratulations! You have finished the activities in this

module. You have done well. Keep it up!